Steve Mills – SEO
In my work as a marketing advisor I hear many stories about the effectiveness of different companies’ websites. I hear about businesses who have spent anything from £1,000 to £25,000 getting their website re-designed. Then six months later I hear that the new website is producing very little new business.
Let’s take a look at why this could be:
Here is a clue! When you hire a website designer what do you think they specilise in? The answer is obvious, website design. Here lies the biggest problem. The business owner spends most of his or her budget on the design of the website.
The second problem is that the business owner spends very little money, time or effort on the marketing of the site. In fact it is usually left to the website designer to market the site. In other words to someone who is a designer.
Let me ask you a question. Would you entrust the off line marketing of your business to someone who has designed you a leaflet, or a brochure? No! Then why would you presume that your website designer will be an expert at internet marketing?
The simple truth is that most of them aren’t. Why would they be, they are website designers! Now don’t get me wrong, I am not having a go at website designers, all designers amaze me with their creativity and skill and my advice to you is to find a top designer and pay them handsomely. But and it is a big but, not at the cost of marketing your website.
If you think about it, a website is a bit like a brochure and if I take my brochure and put it into my brief case and never show it to anyone, then my investment in the design of my brochure has been wasted. I have got to get my brochure in front of people and more importantly in front of the people who buy my products and services.
So the real question is. How do I market my website? An even more important question is – how do I utilise the internet to market my business?
Well the truth is there are many ways. Let me explain. When someone builds a house, the first thing they have to get right is making sure they have secure foundations. Logically, the taller the house, the stronger the foundations need to be. It is exactly the same with building a business.
The more successful you want your business to be, the more marketing pillars you need. In other words, you need to build multiple pillars to create multiple streams of income.
However, most businesses operate their internet marketing using only two or three pillars. For example, they register their key words with the appropriate search engines and they utilise pay per click advertising programmes.
If you operate with several marketing pillars, it is essential to measure how each of these is affecting your business. Amazingly 95% of all of the businesses I have worked with never bother to ask themselves how they can optimise the pillars they currently use and they certainly don’t know how many leads each of these pillars is producing for them.
An internet marketing Pillar is a lead, or sales generating tool which can be measured and improved. For example:
- Search engine optimisation
- Pay per click advertising
- Referral marketing
- Joining internet based networking organisations
- Marketing analysis
- Ulitising off-line marketing
- Keyword density
- Article submission
- Multiple websites selling one product
- Branding and image
- Client marketing
- Viral marketing
The key is to take action!